Target gets real with mannequins

TargetTarget will introduce size 16 mannequins to its stores, as part of its commitment to represent the diversity of Australian women.

The mannequins, which have been produced specifically for Target, will be first launched at its Chadstone store today followed by a roll out to 49 stores nationwide.

Target’s new Chadstone store is the first of a series of next generation stores, which feature beauty advisors, a café, digital photo kiosk, instore clothing alteration service, t-shirt printing station, a dedicated denim zone, a Happy Lab confectionery area, and ‘click and collect’ shopping service.

Stuart Machin, MD at Target Australia, believes that initiatives like the mannequins are a small but vital step in continuing Target’s promise to make quality style and fashion not only more affordable but also more accessible and relevant for women.

“The average customer is a size 14, so it’s baffling that the Australian retail industry still uses a standard size 8 mannequin when we are merchandising product. We want to change the way Australian retailers represent women, and we hope that these mannequins will help to start a new conversation in the fashion industry, and trigger some change.”

According to Machin, this commitment doesn’t stop with the mannequins but is something the retailer has always embraced – and plans to bring to life even further in the future.

“We know how important it is to be accessible for real Australians. We’ve always tried to cater for all sizes – from introducing our petites line with our Dannii for Target range right through to the Belle Curves collection that caters for women up to size 26. The real-sized mannequins will take this commitment to diversity one step further, by helping every-day women to accurately see what clothes will look like on themselves and on a body that they can identify with,” Machin said.

After Chadstone, Target will install the mannequins in a further 49 stores this Spring including Melbourne CBD, Penrith, Chadstone, Bondi, Geelong, Midland, Chermside, Brisbane CBD, Joondalup and Perth.



  1. poppy fogarty posted on September 10, 2015

    What a breath of fresh air to read this article. So many of us are pleasantly rounded and it has been so unfair that all the mannequins used to promote items of clothing we all would like to wear look so undernourished. Well done Target - you will have me as a good customer. Poppy

  2. Michael Baker posted on September 10, 2015

    I think everyone intuitively likes this. It feels right. There is only 1 problem with it. It's been tried overseas and it doesn't really work from the retailer's standpoint. Probably because people aspire to something else - people are basically aspirational after all. Give them illusions of what they can be and they gobble it up. Holding up a mirror is somehow less effective. But I wish TGt well with the initiative.

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